Posted on August 12, this frst tweet in the series has quickly become the most liked tweet of all time, with over 3.3 million likes, as of this writing. The second and third tweets in the series currently have 1.3 million and 1.1 million likes, respectively.

While the first tweet likely resonated with Twitter users due to the recent events in Charlottesville, the former president’s tweet also shows the power of timely and positive images on social media. With a limited number of characters to work with, the idiom applies here that a “picture is worth a thousand words.” (It’s an idea that brand marketers sometimes forget to apply to their posts and tweets.)